US cereals giant Kellogg‘s is hoping to compete with rivals by turning to the small screen this year as it seeks to boost sales during the winter period, a time traditionally seen as difficult for cereal products.

This Christmas, consumers will witness a fierce battle of the brands on supermarket shelves, as food and beverage producers seek to cash in on the popularity of film phenomena such as Harry Potter and Lord of the Rings.

Kellogg’s has decided however to inject more than £1m (US$1.46m) in a 13m pack link-up with BBC’s new Walking with Beasts television series.

Richard Pink, Kellogg’s consumer and promotions manager, told Promotions and Incentives magazine: “We want to create excitement on the cereal fixtures with a high-profile property, as well as increasing frequency of purchase among households.”

He added that Kellogg’s believe it is essential not to get caught up in Christmas-specific campaigns this time of year, because consumers see them go stale swiftly after 25 December.

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Market watchers are unsure whether the tie-up will be suitably heavyweight to successfully compete with the film merchandise, but if Walking with Beasts is as popular as its predecessor Walking with Dinosaurs, Kellogg’s can expect to reach 19m households during the first episode alone.